Akamai leverages distribution partners like Arrow for more than just reach. They enable partners to use the distributor's technical resources for product demos and proofs-of-concept (POCs). This strategy allows Akamai to scale its technical sales support efficiently, avoiding resource constraints on its internal teams.

Shift partner tiering away from being solely based on sales volume. Instead, use a partner's investment in training and certification as the main parameter. This approach rewards commitment and capability, which are leading indicators of future success. It allows smaller, highly-invested partners to be recognized and supported appropriately.

A partner's success is increasingly driven by 'how' they operate—specifically with service-led business models—rather than 'what' they sell. Partners diversifying beyond transactional resale into services are seeing the strongest growth and optimism, signaling a fundamental shift in the channel ecosystem's value drivers.

To prove its "partner-first" commitment, Akamai financially incentivizes its direct sales force to work with partners. Sales teams earn a higher commission on deals closed through a partner, even if Akamai initially sourced the opportunity, ensuring internal alignment and prioritizing the channel.

Traditional revenue tiers (Gold, Silver, Bronze) are vendor-centric. A more effective approach is to classify partners by their business model. For example, an MSSP needs predictable upfront costs to build a service, while a value-added reseller may prefer volume-based rebates. Tailoring your program to their model, not just their size, is key.

“Partner Lifetime Value” reframes partnerships as long-term assets, not transactional wins. Companies committing to consistent, long-run partnerships achieve superior growth and profitability, creating a force multiplier effect far beyond standard customer lifetime value.

To stand out among hundreds of vendors, Akamai fosters relationships beyond the executive level. They connect their regional leaders in sales, technical, and marketing roles directly with their counterparts at key partner organizations. This builds trust and deep business understanding at the field level where customer engagement happens.

To truly meet partners where they are, align your internal team structure with your partner segmentation strategy. Create dedicated internal groups specializing in different partner types, such as one team for advisory MSSPs and another for high-volume resellers. This ensures partners interact with managers who deeply understand their specific business model and needs.

Instead of centralizing partner qualification, provide Channel Account Managers (CAMs) with a clear framework like "Scale, Skill, Will." This empowers them to proactively decide where to invest their time, preventing them from spreading themselves too thin and ensuring focus on high-potential partners.